Why do you need a web site? Ask yourself these three questions to help define your business goals.

Everyone has one – from the little pizzeria down the block to the giant telecommunications companies. Everyone needs a web site in today's world, right?

Well, maybe you don't. That's probably not what you expected to hear, but just because "everyone is doing it" and it sounds like a cool idea, don't fall in love with it before you decide if a web site can truly benefit your business. That said, there are some compelling reasons that may influence your decision to build a web site. Ask yourself the following questions to see if a web site will benefit your organization.

1. Do I have a product or service to sell?

Consider this: According to 2004 research statistics there are 185 million Internet users in the United States alone. The United States Department of Commerce reports that online retail sales reached almost $70 billion in 2004, a nearly 25% increase over the previous year, and online sales are expected to grow another 20% in 2005! Those numbers represent a customer base that you can't afford to ignore.

People are turning to the web to purchase everything from auto insurance to vegetables. Whether you are a startup or a well-established company, a web site offers you the opportunity to reach out to customers worldwide.

Chances are, your competition already has a web site, which leaves you somewhere back around 1982 in terms of market potential. Then again, if your competition doesn't have a web site, wouldn't this be the perfect opportunity to fill that void and tap into the incredible number of prospective customers out there?

2. Do I have ideas, information or resources to share with my customers?

Even if you're not ready to set up shop online, a web site still gives you an advantage in a competitive marketplace. With a web site, you can not only sell, but showcase products, define services and disseminate important company information to consumers. Simply having this information available to customers adds value and credibility to your organization. Studies show that consumers will often research products and services online before calling or visiting a store to make a purchase. Less and less are people walking into a retail chain and waiting around for the nearest salesperson to tell them about the features of the newest vacuum cleaner. More and more, those same people are getting the information they need online, then walking into a store prepared to purchase. The same goes for mortgage rates, vacation packages, insurance plans… arm your customers with knowledge and watch it convert into sales.

The bottom line is that if you have anything at all to share with your customers about the value of your organization, if you want a chance to show off your experience, your current customer base or your extraordinary commitment to service, then a web site provides you with the ideal venue to do it.

3. Do I want to save time and money?

A web site can provide a valuable resource for your existing customer base. If you find yourself fielding the same requests for information, customer forms, resources or basic price lists, a web site can provide those things efficiently. Let's say you have a great furniture showcase, and you have the latest pink lacquered coffee table in stock. Suddenly you're getting a hundred calls a day asking you for dimensions, availability, shipping rates. Couldn't your human resources be put to better use than answering these same questions over and over? Save your staff and customers time and add value to your business by posting frequently requested information on your web site.

Perhaps your business requires customers to fill out enrollment or request forms. If you find yourself answering repeated phone calls requesting forms, which you then need to spend time and money to send, a web site would be the ideal place to post your forms. Save human resources by having customers download their own forms, even fill them out and submit them online so the data is already entered into your system! Save money on paper, postage, faxes and human resource hours.

Your web site also provides the ideal place to offer customer service, 24 hours a day, 7 days a week. This can be as simple as posting a list of frequently asked questions, or supplying an e-mail link so customers can submit questions or comments at their leisure. These e-mails can be automatically directed to the appropriate personnel and handled with ease and efficiency. Customers don't necessarily want an answer at 3 A.M. but they do want to know that they can ask the question.

So, do I need a site?

Ultimately, your business goals will determine the answer, but if you answered "yes" to any of the above questions, it's time to think about building an online presence. But be forewarned… your web site is an extension of your organization, so you want to be sure that it is an effective and well-developed marketing tool. Your site should be capable of growing with your company. It should be able to expand to fit your changing needs. And it should always – always – tie into the rest of your marketing strategy, uniting business card design, brochures, direct mail pieces, interactive presentations and your online presence into a single, cohesive message.

That's nice, but I already have a web site.

Ask yourself this: Can my web site be better?

It's not enough to simply have a web site. Your web site needs a purpose and it needs to meet that purpose. If you already have a web site but you're looking to reach more customers, obtain a better search engine ranking, improve your sales or reduce repetitive tasks, then what you need is a re-thinking of your existing site.

Have you noticed that technology doesn't sit still long enough for you to really get a handle on it? No sooner do you feel that you've mastered a program, idea or gadget than you realize you're six months behind the curve. The same is true for the Internet. It's a constantly changing medium, with expectations and standards continually evolving. A site that looked and functioned superbly three years ago might seem archaic today. Your web site is a reflection of your company, and an important part of your branding strategy. If it's out-of-date or not quite as helpful as it could be, customers will view your company in the same light.

Maybe you've found yourself in this situation: you jumped on the web site bandwagon and now you've got four neon colored pages with last year's product list, an outdated phone number and one news article from 2001. Maybe you didn't have the money to invest in a true eCommerce site, or you simply don't have the time and resources to write a news article every month. At this point you've got a decision to make. Either re-invest in a site that will be an asset to your business, or lose it. There's nothing wrong with simply letting it go and focusing on the marketing strategies that work for your business. But if you do want or need a site, then get out your developer's phone number and start planning!

Remember, you're not just building a web site. You're building relationships with customers and a future for your business.

Learn more about the web design and development services that Rahvalor Interactive can offer.